RadiumOne Mobile Ad Survey Reveals Women Oversee Major Automobile Purchases.
Tags: automotive social media marketing, mobile rich media, purchase intent, radiumone
Posted in Ad Networks, Ad Serving, Creative Best Practices, Emerging Platforms, Media Planning & Buying, Opinions, Research, Social Media, Targeting, Web Analytics, Wireless, Word of Mouth | 3 Comments »
This weekend I thought about what social media meant. It’s not about the medium we use e.g. Twitter, Facebook, or Linkedin. It’s about a power shift from marketers to consumers. This is a radical shift from the 1950’s when marketers conceived, built, and nurtured iconic brands.
Today, customers insist on being informed and entertained. Now clients and digital consumers co-create. Consumers contribute content and can become advocates for brands.
Social media is about people talking to one another. People make up Tribes. Think of Tribes when you think about social media. Tribes are made up of communities of enthusiasts. Within each community of enthusiasts is a potential brand advocate. This potential brand advocate can influence not only his / her tribe but other Tribes as well through spheres of influence.
We know instinctively that content spread from consumer to customer via word of mouth is more effective at driving brand preference and purchase intent than a marketer distributing similar brand content. Content is more likely to go viral if it’s placed on Facebook, Twitter by a brand advocate who shares this content with his / her tribe. A brand marketer doing the same thing on a Facebook fan page won’t be nearly as... Read more
According to ComScore in 2010, approximately 46 million people in the United States have a smartphone.
Over the past 24 months, social media has moved from the test column into the core investment column of many marketing budgets. Those that were experimenting a year ago with $50,000 campaigns are now investing in work many times that size. Communications teams are shifting focus to social tools where they can interact directly with customers and companies are adding VP and director-level roles focused exclusively on social media.
Much of this investment is based on the gut of good marketers rather than on hard performance data. Measurement in social media has lagged consumer engagement. That is about to change.
Companies are now requesting and social media companies are delivering control-group studies to evaluate the impact of social media campaigns. They want to understand precisely how these campaigns make the cash register ring. Consider this example of a campaign we just completed on Gather.
Client Goals: The campaign objective was to build awareness, purchase intent and trial of a new mass market consumer packaged goods product.
Reach: measured by the unique users exposed to some aspect of the campaign. Individual activities like reviewing and commenting were broken-out separately.
Impact: measured based on a control group study. Responses compared those exposed... Read more